ROAS, CPA and MER
calculator.
ROAS is revenue from ads divided by ad spend. CPA is spend divided by purchases. MER is all revenue divided by all ad spend. Enter your numbers once and get every ratio, next to your break-even line.
Your ads
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Every $1 of ad spend brought back $3.00 in sales.
Four ratios, one page.
Each answers a different question: is this ad paying back (ROAS), what does an order cost (CPA), how big is an order (AOV), and is marketing as a whole paying back (MER).
ROAS = revenue from ads / ad spendCPA = ad spend / purchasesAOV = revenue / purchasesMER = total revenue / total ad spendROAS is attributed, MER is not
Compare it to break-even
A month on Meta.
Illustrative numbers. $2,000 of Meta spend, plus $7,000 on other channels.
- Revenue from Meta ads / Meta spend = 6,000 / 2,000
- 3.00
- CPA = 2,000 / 80 purchases
- $25.00
- AOV = 6,000 / 80
- $75.00
- MER = 30,000 store revenue / 9,000 total spend
- 3.33
- Headroom over a 1.97 break-even
- +1.03
Stats
Spend
$13,740last 30d
Blended ROAS
2.31xrevenue / spend
Active winners
4ROAS ≥ 1.5x
Spend on winners
71.4%share of window spend
Creative leaderboard
Top ads this window
| Ad | Stage | |||||
|---|---|---|---|---|---|---|
 ugc-maya-field40-giftProspecting - Broad | Winner | $4,210 | 3.42x | 2.31% | 186.4K | 76 |
 motion-diver42-freeshippingProspecting - Broad | Winner | $3,180 | 2.64x | 1.88% | 152.9K | 44 |
 ugc-sam-chrono39-wristGifting - Q4 | Winner | $2,460 | 1.71x | 1.42% | 121.3K | 22 |
 studio-diver42-detailRetargeting - 30d | Testing | $1,890 | 1.18x | 0.94% | 98.7K | 12 |
 motion-straps-offerRetargeting - 30d | Underperforming | $1,240 | 0.62x | 0.51% | 88.2K | 4 |
 studio-field40-flatlayProspecting - Broad | Paused | $760 | 1.36x | 1.12% | 40.1K | 5 |
Every ratio, per creative.
Fovea syncs spend, purchase ROAS and CTR from Meta every night. Link a creative to the ads it ran as and its numbers sit right beside it, on a leaderboard that heats red to green.
Questions, answered.
How do you calculate ROAS?+
Divide the revenue your ads brought in by what you spent on them. $6,000 in sales from $2,000 of spend is a ROAS of 3.0, sometimes written 300% or 3x.
What is the difference between ROAS and MER?+
ROAS counts the revenue an ad platform attributes to its own ads. MER (marketing efficiency ratio) divides all your revenue by all your ad spend, so it does not depend on any platform's attribution. Use ROAS to compare ads, MER to see the whole business.
What is a good ROAS?+
Any ROAS above your break-even ROAS makes money on each order; anything below it loses money. Your break-even depends on your margins, so work it out first with the break-even calculator.
How is CPA different from cost per result in Ads Manager?+
Here CPA is spend divided by purchases. Ads Manager's cost per result divides by whatever result the campaign optimises for, which may not be purchases.
Is ad cost of sales the same as ACoS?+
Yes. Spend divided by revenue, shown as a percent, is what marketplaces call ACoS. It is simply 1 / ROAS.
Stop exporting.
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